Vietnamese consumers start eating breakfast more often

To understand the impact of the current pandemic on Asia Pacific consumers’ breakfast attitudes and habits as well as the behavior preferences of different demographic groups, Herbalife Nutrition’s Asia Pacific Breakfast Habits Survey 2021 polled more than 5,500 consumers aged 18 and above across 11 markets - Australia, Hong Kong, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam. Approximately 50 percent of respondents in each market were Generation Zs (aged 18 - 24) or Millennials (aged 25 - 40).

Higher frequency of breakfast consumption among all age groups

Two in five (43 percent) consumers of all age groups in Vietnam began eating breakfast more often as a result of the pandemic. When asked about the reasons for consuming breakfast more often, the top reasons given by Generation Z and Millennials were similar to the average Vietnam consumer. These include: I want to improve my health and well-being (76 percent); I have more time in the morning to prepare breakfast (53 percent); I want to use this time at home to make a positive lifestyle change (51 percent).

In addition to increased breakfast frequency, nearly 3 in 5 Generation Zs and Millennials (57 percent) in Vietnam also started eating healthier breakfasts. Key changes made by Generation Zs and Millennials to their choice of breakfast include: I incorporated more vegetables and fruits into my breakfast (65 percent); I made sure I have a nutritionally balanced meal at breakfast (59 percent); I drank more water at breakfast (54 percent).

Increased awareness of the importance of nutrition among Vietnam consumers

There is a remarkable increase in recognizing nutrition as an important element of their ideal breakfast among Vietnam consumers. When asked about factors that make up an ideal breakfast, respondents selected nutrition as the most important factor (59 percent), followed by taste (15 percent), convenience (15 percent), and quick and easy preparation (8 percent).

In the Asia Pacific Breakfast Habits Survey conducted in 2019 by Herbalife Nutrition, nutrition was of a lower priority to consumers, ranked after taste and convenience.

Vietnam consumers see value in consuming a high-protein breakfast

When asked about the personal benefits of consuming breakfast, the respondents cited having an energy lift in the morning (90 percent), kickstarting their metabolism for the day (71 percent) and helping them to focus better at work or in school (70 percent) as the key advantages.

In addition, the majority of Vietnam consumers (88 percent) also saw value in consuming a high-protein breakfast: 89 percent said a high-protein breakfast helps keep them fueled until their next meal or snack; 64 percent shared that it helps to support muscle health; 62 percent shared that it helps to boost their immunity.

Inconvenience is the top barrier preventing consumers from eating healthier breakfasts

While the majority (92 percent) of respondents believe that it is important to have a healthy breakfast on a daily basis, and intend to consume healthier breakfast options (97 percent), a minority continue to face barriers in making healthy breakfasts a key part of their daily routine.

Among those who do not intend to consume healthier breakfast options, the main reasons were: Healthier breakfast options take too long to make (53 percent); Healthier breakfast options do not matter to them (16 percent); Healthier breakfast options are expensive (16 percent).

When asked about their willingness to spend for their ideal breakfast, the majority were unwilling to spend more than the equivalent of US$5 per meal.